Digital Marketing Expert

As well as planning & executing great email campaigns an ability to create engaging content, a keen eye for detail and experience of crafting great copy are essential. You should be able to adopt different tones and styles of writing for both our consumer & B2B/Trade customers. You are outcome-focused and know how to engage supporters to inspire the next action for them to take, always striving to improve activation, conversion and retention. You must be comfortable working with data and analytics to continually improve the performance of your communications.

We are looking for a Digital / Email Marketing Expert who is ideally native or very fluent in written and spoken English. You will help us set up and lead our email & sms marketing programmes in the UK markets. You'll build campaigns and flows around clearly defined hypothesis tests, measuring ROI and helping the business learns what drives revenue and what doesn't. You'll have a lot of responsibility and we'll be looking to you as our expert in this field. Working with our chosen platform which will initially MailChimp but will evolve over time, you will build out and optimize flows and hit our ambitious targets for customer retention, cross sales and activations. Your experience will ideally also mean you can contribute to social marketing – Working closely with our Social Media Manager you'll be responsible for helping us maximize the integrated use of our social media platforms Again, we'll be looking for you to help build campaigns around clearly defined hypothesis tests, measure ROI and help the business learn about what works.

What you’ll be doing: Key Objectives

• Be the champion of social media & all digital content and digital, leading best practice within the organization
• Develop a social and content strategy which is adaptable to deliver award winning branded messaging
• Manage 3rd party & internal teams to produce content across various channels including Website Email, Instagram, TikTok, YouTube and Twitter
• Map the customer journey to ecommerce maturity and work with internal stakeholders on a structured customer content prioritization plan

Strategy and planning

• Own and deliver a plan to ensure our email campaigns increase engagement, income and email penetration rates – pre & post transaction
• Help to develop and optimize existing automated email journeys, working with wider marketing team to improve the wider customer journeys as well as seeing how different triggers, creatives, content can increase engagement and loyalty
• Have an innovation focus with a willingness to fail, identifying and testing new products and trends with a view to increasing audience reach and engagement
• Update and plan the email calendar

Delivering and improving campaigns and projects:

• Oversee the implementation of new email programmes including new account sign-ups, welcome journeys, ongoing newsletters and product promotions
• Produce email nurturing campaigns for each of our segments and create tactical emails in order to move people up the engagement ladder
• Assist with segmentation and maintaining the health of our database. As we work towards automating our processes, this may include manual handling of data from time to time.
• Play an active role in driving lead generation to develop an ‘engagement-first’ audience and build a prospect pool for future marketing activity. This includes coming up with creative ideas for lead generation activities, planning and executing campaigns, and optimizing points of conversion for email signs ups.
• Play an active role in our move to a new email marketing platform
• Develop customer advocacy programs with exclusive content for highly engaged subscribers
• Ensure email marketing coordinates with other marketing channels and campaigns
• Work alongside Creative Design teams to develop engaging creative assets for email templates.
• Analyze campaign results and highlight areas of opportunity to improve key performance metrics.
• Carry out competitor reviews and manage a best-in-class email strategy.

Analysis and reporting

• Build a testing plan and share learnings with the Digital team, wider department and with management teams
• Analyze the effectiveness of our emails using inbuilt analytics, CRM reporting and tools like Google Analytics
• Commit to sharing insights, findings and best practice across the department and with rest of the marketing teams to ensure people understand what is working well and how this can improve their areas of work

Who you are:

• Ideally fluent in English language- both written and verbal
• Very strong experience setting up, managing & optimizing email marketing & campaign automation campaigns.
• Experience of online community management
• Alongside some experience in email marketing, the successful applicant should also have an ability to think creatively and put themselves in the shoes of the customer
• We are looking for someone with a positive attitude who is a self-starter but also able to work well within a team, with excellent organization skills
• Proficient in using MS Office (Word, PowerPoint, Excel - advanced)
• Experienced in using Google Analytics and an email marketing platform.
• Able to produce high quality outputs at the right level of detail that are clear, concise and relevant
• Excellent presentation and copywriting skills, with a high attention to detail
• Ideally have experience in a similar role with a retail related sector
• Strong capability for analyzing customer and campaign data
• Excellent communication skills, both written and verbal
• Ability to work effectively under pressure and respond dynamically to change
• Knowledge of HTML and CSS skills for responsive email design